Nashville, the heartland of country music, hosted the 2016 NHL All Star weekend. We created two themed spots that brought together pucks and picks, harmonizing live action and animation. The honky-tonk themed weekend included plenty of ice time alongside live music performances.
To appeal to fans of both aspects of the event, we fused hockey and music symbolism– the ice rink becomes a guitar, a hockey stick turns into a music note, and the NHL shield resembles a guitar pick. The graphic style, modeled after the handcrafted vintage Nashville aesthetic, brings to mind both the excitement of country music shows and the southern design legacy it is so much a part of. Check out both spots here.